The Fearey Group was asked to help then-client Providence-Swedish Health Alliance gain significant attention for the launch of its new Preferred Partnership with world aerospace leader, Boeing, among business and healthcare industry audiences. The Fearey Group and its New York City-based PRGN partner, CooperKatz & Company, combined their significant expertise across the healthcare industry and the national business media to drive program execution and garner strong results.
Strategies
The goal of this initiative was to garner both regional and national attention for both organizations, positioning the Preferred Partnership program as an innovative approach to providing high-quality, lower cost customized health coverage for Boeing employees. It was critical that these audiences understood the role of Providence-Swedith Health Alliance, in particular, as a leader in developing new approaches to today’s healthcare coverage challenges. The strategy included a smart mix of broad-based outreach to key media targets combined with one-to-one briefings / touchpoints with the Providence CEO for top outlets.
The combined teams created a compelling portfolio of internal and external assets (key messages, fact sheet, Q&A, press announcement, media pitches, presentation and executive briefing materials), identified target media and influencers, prepped our spokespeople and created a parallel social media channel strategy to amplify the announcement and drive engagement.
Results
The announcement was broadly covered – both regionally and nationally – by top targets in the healthcare and business space, based on interviews with executives such as Providence Health & Services CEO, Rod Hochman.
- Significant pieces landed in top healthcare industry trades such as Modern Healthcare, Becker’s Hospital Review, Kaiser Health News and HealthLeaders.
- Additional opportunities garnered for byline / contributed content submission from Healthcare Innovation News and Executive Insight.
- High level connections made with national outlets of prominence like The New York Times.
- Target messaging / positioning included in all coverage.
